When a consumer thinks about State Farm, they may think of the company but what they really think about is their agent down the street. Having an agent who is there when something goes wrong, let alone when something goes right, is the hallmark of who we are and what we do.
We are there for you and our agents are there for you at your worst times and sometimes at your best times. Have there been recent strategies or campaigns that State Farm adopted that speak to the local connection? While we do national advertising to promote State Farm and help out the selling efforts of all State Farm agents, we have a number of efforts that target our agents specifically that they can be a part of, should they choose to do so.
Even on a subsidized basis, where they can buy advertising programs targeted to just their key marketing area, where they can buy leads for people who are interested in auto insurance or homeowners insurance in their key market area. Has there been particular technology or social media platforms that State Farm has used or considered using for local customer outreach?
We use technology to help our agents to sign up for some of the advertising programs we have. The great thing about the Internet, search, digital display, Pandora, and all of these mediums is that it can be targeted down to that zip-code level.
Hyperlocal marketing 20 years ago was advertising in the overall market or maybe doing something in the grocery store near you or putting up flyers. That is extremely powerful when, for example in Chicago we have over agents across the city and suburbs. It gives each agent their own marketing effort, if they choose to do so, that targets their area of key influence or where they have the best sales opportunities, which is great compared with an agent who wanted to buy a radio ad that covers the whole market or a newspaper ad that might cover a huge area of the market that would be outside of their normal selling area.
What does State Farm want to communicate to customers? The most important thing is you have a State Farm agent right there in that market; that we are not a company. Gina Morss-Fischer, a spokeswoman for State Farm, did not immediately respond to a question about whether the company planned to continue to run ads featuring Rodgers.
Prevea Health, a Wisconsin health care organization, announced Friday that it had ended a nine-year partnership with Rodgers, effective Saturday. The decision was mutual, Prevea said in a message on Twitter. In recent years, Rodgers has also cropped up in commercials for major brands such as Adidas, Bose, Izod and Pizza Hut. Robert Passikoff, the founder of the marketing consultancy Brand Keys, said Rodgers put State Farm in a difficult position because his statements about vaccines undercut the focus of its business.
He did not specify the ingredient or say how he knows he is allergic to it. Rodgers said he has received monoclonal antibodies and taken ivermectin — and he thanked podcast host Joe Rogan, who has drawn criticism for advocating for discredited Covid treatments. The FDA has not authorized or approved ivermectin to prevent or treat Covid in humans, and it has warned against taking the veterinary form of the drug.
It is possible that Rodgers might align himself with brands trying to reach audiences outside the mainstream, such as consumers who reject the established medical consensus on vaccines or embrace the coronavirus skepticism that has become associated with parts of the Republican Party. Larry DeGaris, a professor of sports marketing at the University of Indianapolis, said he believed it was doubtful that a company would go that route, however.
Daniel Arkin is a reporter for NBC News who focuses on popular culture and the entertainment industry, particularly film and television. IE 11 is not supported. For an optimal experience visit our site on another browser.
0コメント